Advertising mat kit



Jan. 29, 1963 w. J. WHITE 3,075,261

ADVERTISING MAT KIT Filed Sept. 29, 1959 3 Sheets-Sheet 1 P 9) LIQU INVENTOR.

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ATTORNEYS.

Jan. 29, 1963 w. J. WHITE 3,075,261

ADVERTISING MAT KIT Filed Sept. 29, 1959 3 Sheets-Sheet 2 Fig.2. Fig.3. F194.

M WCZTCZQ BY @M,m@ A 4 ATTORNEYS Jan. 29, 1963 w. J. WHITE ADVERTISING MAT KIT 3 Sheets-Sheet 3 Filed Sept. 29, 1959 WQMWEE I ATTORNEYS Fig). 7.

United States Patent 3,075,261 ADVERTEENG MAT KIT Ward J. White, Gowanda, N.Y., assignor to National Sales System, 1116., Gowanda, N32. Filed Sept. 29, 1959, Ser. No. 843,135 2 Claims. (Cl. 22-55) This invention relates generally to the printing art, and more specifically to a new and useful system for constructing a mat to be used for casting a printing plate. While not necessarily limited thereto, this invention is primarily directed to the provision of means enabling relatively unskilled personnel to compose an effective advertisement and simultaneously construct a pressed paper mat for casting the usual printing plate in a conventional scorcher.

Effective printed advertising requires that all of the advertising space contracted for be utilized, and that it be utilized in the most effective manner. Otherwise, the advertiser does not derive full value from his advertising dollar. To this end, large advertisers employ skilled personnel to compose advertisements custom tailored to their particular needs.

However, many businesses can not afford the services of skilled advertising people, or are located in areas where such services are not available. Under such circumstances, the advertiser either attempts to lay out the ad himself, or leaves it to the printer, with the frequent result that the advertisement is weak,inetfective and/ or grossly inefiicient. The type and lines frequently are not sufiiciently bold to attract attention, and large portions of the purchased space often are completely blank.

The primary object of my invention is to provide a kit or system of interlocking mat parts, which are preformed with appropriate indicia whereby when they are assembled into complete mat form the available printing space inevitably will be fully and effectively utilized.

Another object of my invention is to provide a mat kit composed of interchangeable parts, whereby the person composing the ad can rearrange the parts as desired.

Still another object of my invention is to provide a mat kit having parts so constructed that they will interlock only when oriented in a predetermined manner. An additional object of my invention is to provide the foregoing in a relatively inexpensive kit which is extremely simple to use.

In one aspect thereof, a mat constructed in accord with my invention is characterized by the provision of a border outlining the desired space, with multiple, interchangeable mat parts filling the area within the border, the mat parts interlocking with the border and with each other to comprise a complete mat ready for casting.

The foregoing and other objects, advantages and characterizing features of my invention will become clearly apparent from the ensuing description thereof, in conjunction with the accompanying drawings wherein like reference numerals denote like parts throughout the various views and wherein:

FIG. 1 is a plan view of a mat constructed in accord with my invention;

FIG. 2 is an enlarged, fragmentary sectional View thereof, taken about on line IIII of FIG. 1;

FIG. 3 is a corresponding view of a plate cast from the mat of FIG. 1;

FIGS. 4, 5 and 6 are outline views of various mat parts of a modified form of my invention; and,

FIG. 7 is a plan view of the printed proof of a plate cast from the mat of FIG. 1.

Referring now in detail to the accompanying drawings, a mat constructed in accord with my invention comprises border members 1, 2, 3 and 4 along the top, bottom and opposite sides, respectively, which border members out- 3,d75,2fii Patented Jan. 29, 1963 ice line the desired mat. The area within the borders is filled in with numerous mat parts, such as illustrated at 5, 6, 7, 8, 9 and 9' in FIG.1.

It will be observed that the mat parts 5 through 9 preferably, but not necessarily, differ in size, for greater variety, and have a rectangular outline. The various mat parts are further related in that their width and height, or depth are based upon and comprise a multiple of inch. This is because the printing space on a standard newspaper page is 15 inches wide, divided into eight columns 1 and /3 inches wide and 21 inches deep. Accordingly, the basic unit of measurement of such space is inch, which also is true with respect to those newspapers using 2 inch wide columns. The width, height and thickness of border members 1 through 4 in the plane of the mat, also are based upon A; inch.

For example, I contemplate that the members 5 through 9 will be either 1 and 'Ms inches wide and 1 inch high, or deep, excluding the projecting tongues, or a multiple thereof, except that the width of members 8 and 9' Will be reduced by inch and the width of members 5 and 6 will be reduced by inch, to accommodate border members 3 and 4 which will be /8 inch wide, or thick. Similarly, the height or depth of certain of the members 5-9 will be reduced to accommodate border members 1 and 2 of inch width. Where the mat is for space based on columns 2 inches wide, either wider or addi- 'tional side border members can be used to take up the additional /8 inch width of the columns.

As a result of basing the dimensions of the various border and mat parts on A2 inch, it is necessary only to provide a sufficient number of parts 5-9 to completely fill the area within the border parts 1-4, with border parts of appropriate dimensions being provided to outline the desired printing space. In other words, I contemplate providing a mat kit which will include one set of border members 1-4, to outline a predetermined printing space such as a quarter page ad, and if desired additional border members of appropriate dimensions as required to outline mats of other sizes. In each instance, I provide sufficient intermediate mat parts 5-9 to completely fill the area within the border, and preferably there are provided far more intermediate parts 5-9 than are required to complete a mat, thereby to provide a selection from which the person composing the ad can draw.

It will be appreciated that the different mat parts 5-9" will be designed and constructed with different outlines and other designs, as indicated for example at N, 11, 12, 13 and 13' in FIG. 1, together with appropriate headings and other literary indicia indicated for example at 14 and 15 in FIG. 1, to provide appropriate and dynamic headers, flashes, et cetera. Also, the mat parts can be provided with appropriate illustrations, the idea being that the supplier of the different mat parts 5-9 will design them, in conjunction with border members 1-4, so that standard illustrations and wordings are provided and all of the available space is utilized in the most eifective manner.

The person composing the ad, using my invention, merely selects border members 1-4 of appropriate length and width, to outline a mat of the desired width and depth. Then, he merely selects whichever of the mat parts 5-9 are appropriate to the ad and most appeal to him, arranging them as desired until the borders are filled in. This is done on any convenient backing surface 15 (FIG. 2), upon which the parts 1-9 merely need be placed. Thus, the composer of the ad will select mat parts having appropriate headings, illustrations, and the like, interchanging and rearranging them as desired to provide a mat most satisfying to him. Obviously, the mat parts of FIG. 1 could be rearranged in any of several ways utilizing the same parts. As a result, great latitude is given the person constructing the mat, and ad, while at the same time the resulting mat comprises an arrangement which completely fills the available space, in an effective manner, because the various mat parts 1-9 are especially designed to that end.

The mat parts and border interlock, and to further insure against error, the mat parts -9' and border mem bers 1-4 are so constructed that they can be assembled into a mat only when the mat parts are properly oriented within the border. To this end, the inner edge of each border member 14 and the outer edges of each mat part 5-9 have alternating tongue and groove formations, preferably of dovetail configuration, whereby the various parts releasably interlock. Such formations are readily die cut, to interfit nicely. Further, the tongue and groove formation along one side of the border, comprising the formation 16 along border member 3 at the left in FIG. 1, is identical with the tongue and groove formations 16 along the right hand side of each mat part 5-9 and the tongue and groove formations 16 complement and mate with the tongue and groove formations 16 along the opposite side of each mat part 5-9, comprising the left side in FIG. 1 and with the tongue and groove formations 16' along the right hand border member, 4. Similarly, the tongue and groove formations 17 along the top border member 1 and the bottom edge of each mat part 5-9 are identical and complement and mate with the tongue and groove formations 17' along the bottom border member 2 and the top edge of each mat part 5-9'. In addition, the tongue and groove formations '16 and 17 differ so that formations 16 interfit only with formations 16' and formations 17 interfit only with formations 17', whereby the various mat parts 5-9 must be properly oriented, right side up, within the border before all of the parts 1-9 will interlock.

Therefore, while the parts 5-9' are freely interchangeable, making the mat kit of my invention highly adaptable to suit the needs and Wishes of different users, they cannot be assembled in an improper manner because they will not interlock.

Further, in order to conceal the junctures between the various parts 5-9 and the border members 1-4, and simultaneously provide a forceful ad, I design the same so that the tongue and groove formations 16, 16, 17 and 17 are depressed, to provide a plate cast from the mat with raised printing surfaces coincident with the various interlocking tongue and groove formations. This is illustrated in FIG. 3, showing, on an enlarged scale, part of a plate 18 cast in the usual manner from the corresponding part of the pressed paper mat of FIG. 1, which is shown in FIG. 2. Thus, it is seen that plate 18 has a raised printing surface 19 coincident with border member 1 and the interlocking tongue and groove formations 17, 17' thereat. Plate 18 also has raised printing surfaces 21 and 22 coincident with the interlocking tongue and groove formations between mat parts 5 and 6, and with the outline 12 around mat part 6, respectively. The raised printing surface 23 on plate 18 is coincident with the interlocking tongue and groove formations between mat parts 6 and 9 and the adjacent outline 11 on the latter, and raised printing surface 24 on plate 18 is coincident with the interlocking tongue and groove formations between the vertically adjacent pair of mat parts 9 and the outlines 11 adjacent thereto. Plate 13 also would have, in the area 20 and 20, additional raised printing surfaces (not shown) corresponding to the lettering 14 and 15 of FIG. 1. The plate 18 cast from the mat of FIG. 1 will print an ad having the appearance illustrated in FIG. 7, which is characterized by the provision of bold, attention arresting, printed borders and outlines concealing the various junctures and enclosing whatever printing and illustrations are desired.

While the tongue and groove formations 16, 16', 17 and 17 consume part of the available printing space, they can be, for example, as little as /8 inch wide or deep 4 throughout, thereby reducing the copy space box by only inch around each mat part while providing each copy box with a desirable border /5 inch wide.

The available copy space is filled in as desired, either by indicia on the mat parts, or by cuts or type inserted in the plate 18 in the usual manner. Thus, after assembly into mat form, as in FIG.1, the mat of my invention functions in the manner of a conventional mat.

As previously noted, different sizes of mat parts can be provided, all of which can be interchanged and are interlocked as illustrated in FIG. 1. Different sizes and arrangements of such mat parts are illustrated at in FIG. 4, 26 in FIG. 5, and 27 and 28 in FIG. 6. It will be observed that the tongue and groove formations in FIGS. 4-6 are the reverse of those in FIG. 1, but still require predetermined orientation.

Accordingly it is seen that my invention fully accomplishes its intended objects. It provides a means whereby unskilled personnel can compose an ad, and construct a mat therefor, which ad will be efficient, dynamic, and out of the ordinary because it is composed of parts which are prefabricated by skilled personnel. Each mat part is designed to most effectively present that component of the ad, and because the mat must be completely filled in using such parts the person assembling the same is literally forced to compose an effective ad utilizing all of the available space. I am aware that preformed mat parts as such are available, but not in an arrangement of interlocking, interchangeable parts designed to be assembled into a complete mat as in my invention. Further, with my invention the parts, while interchangeable, must be properly oriented, and the resulting mat is automatically provided with borders outlining the copy space boxes as well as the mat. Preparation of hand drawn layout sheets is eliminated, with resulting saving in time and expense, and when the mat is assembled it is ready for the printer.

It will be appreciated that the foregoing detailed disclosure is intended to be illustrative only, and I am aware that modifications and variations probably will occur to those skilled in the art without departing from the spirit of my invention or the scope of the appended claims.

Having fully disclosed and completely described my invention, and its mode of operation, 'what I claim as new is:

l. A mat for casting a printing plate comprising, a rectangular border outlining the mat, and multiple rectangular mat parts filling the area within said border, the inner edge portion of said border and the outer edge portions of said parts having alternating tongue and groove formations releasably interlocking said parts to each other and to said border, the tongue and groove formations along one side of said border and one side of each of said parts being identical and mating with the tongue and groove formations along the opposite side of said border and of said parts, and the tongue and groove formations along the top of said brder and the bottom of each of said parts being identical and mating with the tongue and groove formations along the bottom of said border and the top of said parts, said tongue and groove formations along the top of said border differing from said tongue and groove formations along said one side of said border, whereby said mat parts must be oriented in a predetermined direction in said border to interlock therewith and with each other, all of said tongue and groove formations being depressed to provide a plate cast from said mat with printing surfaces concealing the junctures between said mat parts and between said mat parts and said border.

2. A mat for casting a printing plate comprising, a rectangular border outlining the mat, and multiple rectangular mat parts filling the area within said border, said mat parts being interchangeable and certain of said mat parts differing in width and height from others thereof, the width and height of said mat parts and of said border being a multiple of one-eighth of an inch in each instance, the inner edge of said border and the outer edges of said mat parts having alternating tongue and groove formations releasably interlocking said that parts to each other and to said border, the tongue and groove formations along one side of said border and one side of each of said mat parts being identical and complementing the tongue and groove formations along the opposite side of said border and of said mat parts, and the tongue and groove formations along the top of said border and the bottom of each of said mat parts being identical and complementing the tongue and groove formations along the bottom of said border and the top of said mat parts, said tongue and groove formations along the top of said border difiering from said tongue and groove formations along said one side of said border, whereby said mat parts 6 must be oriented in a predetermined direction in said border to interlock therewith and with each other, all of said tongue and groove formations being depressed to provide a plate cast from said mat with printing surfaces concealing the junctures between said mat parts and between said mat parts and said border.

References Cited in the file of this patent UNITED STATES PATENTS 699,404 McGreaI May 6, 1902 1,927,262 Gould Sept. 19, 1933 2,352,518 Cochran June 27, 1944 FOREIGN PATENTS 138,747 Great Britain Feb. 19, 1920 

1. A MAT FOR CASTING A PRINTING PLATE COMPRISING, A RECTANGULAR BORDER OUTLINING THE MAT, AND MULTIPLE RECTANGULAR MAT PARTS FILLING THE AREA WITHIN SAID BORDER, THE INNER EDGE PORTION OF SAID BORDER AND THE OUTER EDGE PORTIONS OF SAID PARTS HAVING ALTERNATING TONGUE AND GROOVE FORMATIONS RELEASABLY INTERLOCKING SAID PARTS TO EACH OTHER AND TO SAID BORDER, THE TONGUE AND GROOVE FORMATIONS ALONG ONE SIDE OF SAID BORDER AND ONE SIDE OF EACH OF SAID PARTS BEING IDENTICAL AND MATING WITH THE TONGUE AND GROOVE FORMATIONS ALONG THE OPPOSITE SIDE OF SAID BORDER AND OF SAID PARTS, AND THE TONGUE AND GROOVE FORMATIONS ALONG THE TOP OF SAID BRDER AND THE BOTTOM OF EACH OF SAID PARTS BEING IDENTICAL AND MATING WITH THE TONGUE AND GROOVE FORMATIONS ALONG THE BOTTOM OF SAID BORDER AND THE TOP OF SAID PARTS, SAID TONGUE AND GROOVE FORMATIONS ALONG THE TOP OF SAID BORDER DIFFERING FROM SAID TONGUE AND GROOVE FORMATIONS ALONG SAID ONE SIDE OF SAID BORDER, WHEREBY SAID MAT PARTS MUST BE ORIENTED IN A PREDETERMINED DIRECTION IN SAID BORDER TO INTERLOCK THEREWITH AND WITH EACH OTHER, ALL OF SAID TONGUE AND GROOVE FORMATIONS BEING DEPRESSED TO PROVIDE A PLATE CAST FROM SAID MAT WITH PRINTING SURFACES CONCEALING THE JUNCTURES BETWEEN SAID MAT PARTS AND BETWEEN SAID MAT PARTS AND SAID BORDER. 